000			01317pam a2200181 a 4500
999			_c1745 _d1745
020			_a0415102367
022			_a9780415102360
050	0	0	_aHF5415 _b.R322
100	1		_aRandall, Geoffrey,
245	1	0	_aEffective marketing / _cGeoffrey Randall.
260			_aLondon ; _aNew York : _bRoutledge, _c1994.
300			_avii, 152 p. : _bill. ; _c21 cm.
440		0	_aSelf-development for managers
500			_aInclude index.
505			_a1. What is marketing about? 1 What it can and can not do 2. Understanding what we can't control Environments, markets, competitors 17 3. Understanding customers and consumers The most important people in our world 31 4. Information for marketing What do we need to know and how do we find out? 45 5. Using what we can control The marketing mix, segmentation and targeting 59 6. Existing products, new products Deciding what we should be offering our customers 73 7. Setting the price Satisfying marketing and profit objectives 91 8. Communicating with markets What do we want to communicate, to whom and how? 105 9. Distributing the products Getting our products to the right place at the right time 121 10. Putting it all together Strategy and planning 131 References 149 Index 151
650		0	_aMarketing.
942			_cBK